• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Social Media
Social media

Social media is a broad term incorporating blogs, wikis, Internet communities and online discussions. Community sites such as Facebook and Myspace are immensely popular with young people and business-oriented alternatives such as LinkedIn and ecademy are widely used in networking. Other sites such as YouTube, where users upload their own videos, or Twitter, used for sending brief messages to other users, can also be considered social media.

For some markets, especially for products aimed at young people, social media are extremely important. The defining feature of social media is that content is created, at least in part, by users. In PR terms, social media provide additional channels for communicating with target publics. As non-mediated channels they might be thought to carry less weight than ...

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